What Sincerity Looks Like

a string of references to Swift’s various public beefs — with Kanye West, Kim Kardashian, Katy Perry, and so on. If Donald Trump or his political enemies made a video about their Twitter wars, it would look like this.

The crucial lyric is “I don’t trust nobody and nobody trusts me.” The world is full of snakes. The only way to survive is through combat. (“I got smarter. I got harder in the nick of time.”)

This is a song for a society without social trust. Everybody is vying for fame and dominance. Swift was a former innocent who was perpetually being turned into a victim, but she’s learned her lesson. The only way not to be a victim is to be venomous. “Look what you made me do!” she barks over and over.

.. A person has a soul, which is what Chance is worrying about. A brand has a reputation, which is the title of Swift’s next album. A person has private dignity. A brand is a creation for an audience. “I’ll be the actress starring in your bad dreams,” is how Swift puts it.

.. The second thing you notice is the difference between sincerity and authenticity. In Lionel Trilling’s old distinction, sincerity is what you shoot for in a trusting society. You try to live honestly and straightforwardly into your social roles and relationships. Authenticity is what you shoot for in a distrustful society. You try to liberate your own personality by rebelling against the world around you, by aggressively fighting againstthe society you find so vicious and corrupt.

.. Back in the 1950s, sincerity seemed treacly and boring, and authenticity, in the form of, say, Johnny Cash, seemed daring and new. But now rebellious authenticity is the familiar corporate success formula, and sincerity, like Chance the Rapper’s, is practically revolutionary.

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How Duracell created one of the top YouTube bumper ads: 1 campaign success story, 3 viewpoints

With brands increasingly using short-form stories to deliver impact for their video marketing, we set out to find some of the top six-second ads on YouTube. Behold our inaugural YouTube Ads Leaderboard: Bumper ads edition, which celebrates 20 brands from around the globe that are delighting viewers with snackable spots.

What goes into building one of the top YouTube bumper ads? We sat down with the team behind one of the winners—Duracell’s “Slamtone”—to dig into the video advertising strategy behind their success.

The Donald Trump Gold Rush

But who’s laughing now? Upon exiting his job he apparently had his pick of posh lecture-circuit agents, one of whom told Mike Allen of Axios that Spicer scoffed at the suggestion that he might be worth only $20,000 to $30,000 per speech, which is what other former press secretaries made.

.. Ask Anthony Scaramucci. He was sent packing after just 10 profane and ignominious days as the White House communications director, and what do you suppose he did? Change his name and enter the political equivalent of witness protection? Retreat to a monastery for prayerful atonement until the shame dissipated?

.. For decades, it has been customary for the former attendants of presidents and presidential candidates to cash in. The Clintons were a money train with no shortage of passengers, and Bill and Hillary themselves never shrank from turning political pain into financial gain. She’ll mint fresh millions from her new book, “What Happened,” and from engagements to promote it.

.. They weren’t idealists in grateful thrall to some coherent vision or exalted principles that he was advancing. They were more or less flunkies for a bully whose top priorities have always been an immense fortune and immeasurable celebrity, though not necessarily in that order. Spicer and Scaramucci are paying their onetime boss the highest of compliments. They’re emulating him.

.. Mike Flynn ..  He’s weighed down by actual scandal, while Spicer and Scaramucci are weighed down only by their volitional debasement, and that’s apparently no drag at all.
.. The ethos of enrichment in this administration starts at the very top, with Trump and his family, for whom the presidency represents the ultimate branding opportunity.
.. This separates Trump from his predecessors, none of whom had or held onto the array of business interests that remain in his possession, managed by his flesh and blood. And he’s hardly shy about advertising that empire. He and members of his cabinet swan and sup at the Trump International Hotel in Washington whose earnings since his inauguration have handily exceeded expectations.
.. Of course the initiation fee to join Mar-a-Loco doubled shortly after his election, to $200,000
.. To judge by what has happened in only its first seven and a half months, the office’s degradations under Trump may well include its commercialization beyond anything seen before.
.. And the marketability of the Trump clan and those around them proves anew that visibility and notoriety are their own rewards, regardless of how they come about
.. No matter what people thought of him, they wanted to ogle him, and he’ll be merrily monetizing that for some time to come.

So will Spicer, who at least had the good sense to turn down an offer from “Dancing With the Stars,” which is more than Energy Secretary Rick Perry can say.

.. “His name ID is massive,” said the speaking agent who talked with Mike Allen, referring to Spicer. “He’s obsessed with that.”

.. Spicer bragged to Allen about how his White House press briefings had been nightly prime-time viewing in parts of Europe. “I’m one of the most popular guys in Ireland,” he crowed.

.. So what if he trashed his previous reputation as a reasonably straight shooter? Who cares if he spread the lies of a serial fabulist? That’s entertainment! And it’s lucrative.

I hope he goes on to make a tremendous amount of money,” Scaramucci told reporters as Spicer left the White House. What a poignant farewell. And what a perfect tell.